Myeongdong

Myeongdong became 'Korea's shopping symbol' after the 1990s, when cosmetics shops and duty-free stores aimed at foreign visitors clustered onto this old central Seoul street. Today its narrow alleys mix street food carts, cheap fashion shops, and big duty-free stores like the Lotte Duty Free flagship.

Honest heads-up: staff at some cosmetics shops can be aggressively pushy, and 'buy-one-get-one' deals often apply to different products at different stores, so comparing before buying pays off. Even the same brand's prices can vary shop to shop within Myeongdong.

Local tip: private currency exchange booths tucked in the side alleys (roughly 9am-8pm, some later) often beat bank or airport rates. Myeongdong Cathedral, Korea's first full Gothic-style cathedral, holds an English mass on Sunday mornings. After 6pm, the street food stalls really come alive for an evening snacking scene.